Key Trends in the European Online Travel Market

December 9, 2009

PhoCusWright’s European Online Travel Overview Fifth Edition reveals key trends facing the travel industry. The annual report provides an in-depth look at the performance of key European markets (France, Germany, Italy, Scandinavia, Spain, and U.K.) and offers projections through 2011. PhoCusWright analysts review each individual travel vertical including air, hotel, car rental, rail, tour operators and online travel agencies (OTAs). The report allows travel executives and leaders to accurately forecast the direction of the travel industry and its impact on their company.

European Online Travel Penetration Varies Greatly by Market
The U.K., France and Germany contributed just over two thirds (67%) of the total European online leisure and unmanaged business market in 2008. The U.K. continues to represent less and less of the total European market as other countries catch up in online adoption. By 2011, the U.K. is expected to represent 26% of the European market, down from 31% in 2008. This drop is driven partly by the pound’s currency devaluation and partly by actual market trends. France’s share is expected to remain flat at 19%. Germany, in contrast, is expected to increase its portion of the online market from 17% in 2008 to 20% in 2011.

In 2008, Scandinavia surpassed the U.K. in online penetration at 45% versus 40%. Now leading Europe in online penetration, Scandinavia is expected to cross the halfway point by 2010, whereas the U.K. will likely take somewhat longer. France ranks third with an online penetration of 30%, and while Germany is gaining ground, it still trails at 24%. Spain and Italy continue to lag behind other countries and are both below the European average of 28%.

PhoCusWright’s European Online Travel Overview and individual market reports (France, Germany, Italy, Scandinavia, Spain, and U.K.) provide data and analysis essential to understanding the performance of your market and forecasting the performance of your business.

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